case study · Block theme + 32 custom blocks
ITConnect: a hand-coded block theme with 32 custom blocks
A hand-coded block theme for a Dubai IT company, with 32 custom blocks and its own SEO and lead tools.
- Client · ITConnect
- Industry · IT services · ERP, security & cloud
- Market · Dubai & UAE
- Scope · Design system · Theme · Custom blocks · SEO
- Stack · WordPress block theme, custom blocks
problem
The problem
ITConnect is an IT company in Dubai covering ERP, IT infrastructure, managed security, hosting, cloud and app development.
The plan was a large site of more than 150 pages across services, solutions and guides, aimed at searches like “IT company in Dubai”. It needed a system where every page type looks consistent, loads fast and turns readers into qualified leads.
on screen
The build, page by page
build
What I built
A design system as a block theme
A hand-coded block theme with 12 templates and around 31 patterns, including 17 ready-made page types, so every service, solution and guide page follows the same structure.
32 custom blocks
- An “I need to…” intent router and a Ctrl+K search palette
- A lead form with quote, download, report, contact and job-application modes, including CV upload
- A cost calculator, a solution recommender and an “Is this you?” checklist
- A glossary that publishes its own DefinedTermSet schema
- Mega menu, tabs, before/after slider, score bars, FAQs, stats and job listings
A core plugin for SEO, leads and security
An SEO panel in the editor for titles, descriptions, robots and social cards, plus schema, breadcrumbs, lead and job records, and site hardening. Leads are stored before they are emailed, and the spam checks work with Cloudflare page caching.
- Custom blocks
- 32
- Page types
- 17
- Templates
- 12
- Pages planned
- 150+
- SEO plugin
- None needed
rank
How it was set up to rank
SEO is part of the theme and plugin, not an add-on:
- Schema for the organisation, the service business with opening hours and cities served, the website, pages and FAQs
- A per-page SEO panel for titles, descriptions, robots and social cards
- Glossary terms marked up as structured data
- Hardening: no user sitemap, no author archives, XML-RPC closed
- Self-hosted fonts and automated browser tests on every block
result
Where it stands
Next case study: Mindfire →
next step
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